Performance and sports go hand in hand. So, it seemed fitting that our GS F launch corresponded with the most popular sporting tournament in America, March Madness, where millions of people fill out “brackets” that predict the outcome of each game. To disrupt this and truly make an impact for our brand story, we decided to invent a new bracket game, against the advice of other potential media partners, who prefer brands to merely sponsor their native bracket. Yahoo! stepped in, and together we made the most successful branded content bracket in Yahoo’s history.

The game is built on 0 to 60 speed, inspired by the 467-horsepower GS F. During each round, participants are asked to choose which matchup will go 0 to 60 points the fastest. The person with the longest streak of correct predictions will win a weekend getaway and access to a GS F during their trip.

In order to drive users to adopt a new gaming experience, Lexus went beyond the typical “sponsored by” execution. “GS F The Bracket” was a cross-platform digital program featuring a custom game microsite, high-impact media, video, paid search, paid social, native drivers, e-mail marketing, editorial and live video branded integrations.

Every user who submitted a Yahoo! Sports Tourney Pick’em Bracket was prompted to play “GS F The Bracket” whether on desktop or on the Yahoo! Fantasy app. Additionally, through paid search and social, Lexus conquested March Madness terms and targeted March Madness enthusiasts to reach individuals who may not have visited Yahoo otherwise. Additionally, Lexus received a unique branded integration in Yahoo’s Team Previews Live video and editorial blog posts that featured Yahoo’s Fantasy Sports experts’ picks specifically for “GS F The Bracket.” Over 6.5 weeks, Yahoo estimated “GS F The Bracket” would deliver roughly 121MM+ impressions.

Overall, the execution garnered 64,763 total registered users, exceeding Yahoo’s internal registration goal by 26%. Additionally, the campaign delivered roughly 167MM impressions, overdelivering on impression goals by 38%. Media outreach delivered 54.9MM earned media impressions and coverage included trades, news outlets, and lifestyle blogs, including Forbes.com, Ad Age, Adweek and Luxury Daily, among others.

2.9MM+ Video Views

145% above industry benchmark View Rate

$0.04 Cost Per View 175% above industry benchmark for long form content

Purchase consideration for a luxury vehicle like Lexus was nearly 260% times higher after first time exposure

Lift in respondents who agreed that Lexus is “ideal to drive”, +23%

Lift in respondents who agreed Lexus is “a car brand I’d like to drive in the future”, +17%

After seeing the integration nearly 90% of respondents associated Lexus with innovation